The launch of ALDI’s cookbook, ‘Home’, in partnership with the IRFU and in support of Barnardos was awarded the Best Consumer Public Relations Campaign at this year's PRCA 2022 - Awards for Excellence in Public Relations.
Legacy Communications created a PR strategy to generate awareness and sales for the new cookbook, which was produced in partnership with the IRFU, in support of charity partner, Barnardos.
We leveraged access to the IRFU Aldi ambassadors Paul O’Connell, James Ryan, Beibhinn Parsons and Linda Junegang to secure high-profile television interviews, radio partnerships, print coverage and social media mentions.
This campaign was an unqualified success, fulfilling all the key objectives and securing valuable coverage for ALDI and their partnerships.
Interviews with Paul regarding the launch of the book were featured in the Irish Independent, Irish Times and Sunday World. Radio interviews with Paul aired on Today FM’s Dermot and Dave Show and Newstalk’s Off The Ball.
There have been 12k sales as of today, and the book has been reprinted twice.
• Legacy earned 37 pieces of coverage for ALDI's IRFU Cookbook
• We succeeded a PR reach of 6.3M
• The campaign achieved a PR value of €1,881,708